E-Business Marketing / Edition 1

E-Business Marketing / Edition 1

by William B. Sanders, Terri C. Albert
     
 

ISBN-10: 0130352918

ISBN-13: 9780130352910

Pub. Date: 08/23/2002

Publisher: Pearson

From the Preface...

"The Internet's commercialization generated considerable debate about whether the marketing discipline needed new conceptual frameworks to study this new phenomenon. The rapidly changing, new environment was a challenge to study empirically, since by the time any data were gathered the environment had changed. Students were

Overview

From the Preface...

"The Internet's commercialization generated considerable debate about whether the marketing discipline needed new conceptual frameworks to study this new phenomenon. The rapidly changing, new environment was a challenge to study empirically, since by the time any data were gathered the environment had changed. Students were provided with timely examples and practices about e-business marketing, yet because those practices and examples 'aged' prematurely in this environment, their education was not timeless. Understanding the Internet's role in marketing requires both timely (situation-relevant) and timeless (part of a larger general concept) information."

Product Details

ISBN-13:
9780130352910
Publisher:
Pearson
Publication date:
08/23/2002
Pages:
208
Product dimensions:
6.90(w) x 9.20(h) x 0.40(d)

Table of Contents

I. INTRODUCTION.

1. Overview of E-Business Marketing.
2. The Marketing Mix.
3. The Value Bubble.
4. A Communication Model for the Online Environment.

II. CASES.

5. Case Study 1: Manufacturer of Specialty Engineering Products.
6. Case Study 2: Steel Manufacturer.
7. Case Study 3: Distributor.
8. Case Study 4: Utility Company.
9. Case Study 5: Not-for-Profit Trade Association.
10. Case Study 6: PoP Manufacturer.
11. Case Study 7: Insurance.
12. Case Study 8: Financial Services.

III. EVALUATION METHODOLOGY AND RESEARCH IN E-BUSINESS.

13. Case Study Analysis.
14. Researching E-Business.

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